This document discusses the importance and impact of design. It defines design as a strategic business process that solves problems and creates meaningful solutions through understanding user needs and integrating solutions across all brand touchpoints. Good design is about more than aesthetics - it is problem-solving that drives innovation and business success when done effectively. The design process involves research, modeling, and iteration to develop solutions that are both functional and beautiful.

1. DESIGN MATTERS

2. What is Design?

3. Iconic products representing “good” design.

4. But, good design is about more than just beauty or the cool factor. These are all products of companies that have embraced design as a business strategy … Design is a strategy that extends to all touch points of the brand, from the design of the retail store, to the design of the hang tag on the chair.

6. “The details are the details. They make the product. The connections, the connections, the connections. It will in the end be these details that give the product its life.”Charles Eames / designerDesign is about the detailsIntegrated solutionsDesign is the thread that creates a successful brand experience It tells the story … In other words, Design is about more than just logos + layouts.

7. Design has real impact.“I’ve been amazed at how often those outside thediscipline of design assume that what designers do is decoration. Good design is problem solving.”Jeffery Veen / Design Manager, Adaptive Path

8. the problem.

9. the solution.

10. the result.

11. the problem.

12. ok. the real problem.

13. Solution = Redesigned Ballotthe solution.

14. the result.

15. the problem.

16. Solutionthe solution.

17. the result.Designer, Deborah Adlerwith her grandmother, whoinspired her to redesignthe prescription bottle afterher grandmotheraccidentally took hergrandfathers medicine.

18. + more.the competitive advantage“The pill bottle isn’t just a piece of packaging that can be swapped out for the old design. The bottle is just the visible tip of a much deeper system of drug delivery that would take significant time and investment to emulate.”

19. “Good design is serious business.” A.G. Lafley / CEO, Proctor & Gamble

20. Design + business“Design is intrinsically linked to a company’s ability to meet its business goals and achieve its mission. Done well, design can become a strategic resource to produce the kind of innovative customer experience that strengthens global brands …”Peter Lawrence / CEO, Corporate Design FoundationWe became a $6.5 billion brand because of Design. If we were just a value player, where would we be today?”Jenny Ming / President, Old Navy“ … Design-oriented firms in all kinds of industries outperform their more traditional peers … design and innovation go hand-in-hand with financial success.”Robert Safian / Fast Company, Masters of Design issue

21. Design-savvy companies that recognize the businessvalue of design.Samuel J. PalmisanoIBMA.G. LafleyP&GWilliam C. Weldon JOHNSON & JOHNSONJeffrey ImmeltGEAlex LeeOXOMark HurdHPJochen ZeitzPUMASteve JobsAPPLENeville IsdellCOCA-COLA

22. Business schools have design programs+Design schools have business programsbusiness schoolsHarvardGeorgetownUC BerkeleyNorthwesternMITStanforddesign schoolsArt CenterIIT / Institute of DesignParsonsRhode Island School of Design

23. “ … it’s a matter of discipline, and it starts by looking at the problem and collecting information about it. If you understand the problem, you have the solution. It’s really more about logic than imagination.” Massimo Vignelli / designerdesigned NYC subway map / American Airlines id / Bloomingdale’s id

24. Design is … closer to “Strategy” than it is to “Art Direction” about solving a problem and NOT about “decoration” (thinking vs. just doing)focused on understanding the needs/desires of the audience/consumer/userrooted in long-term impact and effects differentiatingAnd it does …drive innovation

25. Designing normally requires a designer to consider the aesthetic, functional, and many other aspects of an object or a process, which usually requires considerable research, thought, modeling, interactive adjustment, and re-design.Wikipedia / definition of design

26. the design processsource, AIGA

27. Good Design starts with “understanding”(audience + objectives)

28. and results in a meaningful solution.And ends with a beautiful solution (the union of aesthetic form + function)

29. “Contrary to popular belief, designers are not artists. They employ artistic methods to visualize thinking and process, but unlike artists, they work to solve a client’s problem, not present their own view of the world.”Erik Spiekermann / designerWhat to remember.